Question:
Discuss about the Communication To Improve The Business Process.
Business communication plays the vital role in current world of advancements. Each of the business companies put the best effort to establish the effective communication to interact with the target customers (Beltran & Bertin, 2015). The study would highlight the effective communication strategy for improvising the business process in a significant way. With the special reference of Qantas airways, the study would discuss the suitable communication strategy that the company should utilize for the future prospects. The development of Enterprise Social Network (ESN) and digital communication would be discussed in this study to improve the business process.
Business communication is one of the most effective strategies for strengthening the competitive position of the business. The internal and external communication process is essential for ensuring the flow of information among the stakeholders (Godlovitch et al., 2013). The study specifies about the Enterprise Social Network, which determines the establishment of the communication process among the target audience (Sadia et al., 2016). It is notable that the current world is widely driven by the digital media. The use of the digital strategy creates the links between the organization and the co-workers. On the other hand, the external stakeholders can utilize such communication method to derive the information as per their convenience (Amran et al., 2015). The report would thus reflect on the effective communication strategy that has the significant contribution in developing the organizational positioning in a competitive world.
Qantas Airlines has captured the largest position as an international and domestic airline in Australia (Qantas.com, 2017). It has established the strongest brand positioning and renowned as the leading long distance airline. The company has established the commendable reputation for excellence in safety, engineering and maintenance, operational reliability, and effective customer service. It has been observed that the company has the presence in Twitter to maintain the social media communication. However, the lack of frequency in the social communication is the major obstacles from establishing the strengthened organizational positioning with a strong customer base (Razmerita, Kirchner and Nabeth, 2014). It is thus important for the company to develop the Enterprise Social Networking to develop a strong brand image and attract more travelers to avail the airline services.
The aim of the research is to develop the most fruitful communication strategy to strengthen the customer base and develop the brand position in a competitive scenario.
The business communication is one of the major aspects that help in strengthening the brand positioning of the company. It is notable that in this competitive business world, the business marketers strive to develop the stronger brand image by attracting more stakeholders (Ellison, Gibbs & Weber, 2015). The lack of appropriate communication strategy can be disadvantageous for a company in terms of longer sustainability. The literature review section would discuss the effective communication strategy that can help in improvising the competitive positioning of the company.
Current business scenario has been widely using the social media strategy as the best method of communication. The extensive use of the social media to communicate with the company has transformed the digital world in a drastic way (Laumer et al., 2017). Similarly, Enterprise Social Networking is one of the most effective communication strategies that the business marketers can use to establish the transparent communication with the stakeholders (Hacker, Bodendorf & Lorenz, 2016). Social media communication is generally developed to create the transparent interaction between the organization and individuals. There are various types of the social media platform that the company can use for interacting with both the internal and the external stakeholders (Meske & Stieglitz, 2013). Some of the companies use Twitter as the major communication media. Twitter is the center of personal blogs that include the video, texts, and link to other videos (Faria & Sousa, 2017). However, it is essential for the company to utilize this social media strategy much frequently and actively to discuss the updated information with the stakeholders.
The establishment of the Enterprise Social Networking is focusing on the suggestive utilization of the digital communication within an organization. When the organization can communicate efficiently with the stakeholders, it becomes quite easier to develop the relevant functionalities for the future betterment (Kane, 2015). In the airline industry, the travelers sometimes seek the information about the ticket prices, online booking, and many other relevant services. If the company is unable to convey the updated information to the target stakeholders, it might create the reputational damage (Ehret, Kashyap & Wirtz, 2013). It is in fact essential to establish the transparent communication with the internal associates as well. This networking system helps in strengthening the relationship between the organization and the individuals (Leonardi, 2014). Therefore, it is essential to follow the appropriate communication strategy for developing an effective relationship with the business stakeholders.
Research methodology is one of the most significant aspects for completing the entire paper successfully. With the help of various methodological tools, the entire process of research method is conducted (Lewis, 2015). This very specific study is in quest of collecting appropriate data and information in order to evaluate different components and impacts of business communication. Followings are the three major aspects of conducting an effective research methodology.
In order to organize and evaluate a research issue the researcher has to design the paper based on appropriate research philosophy, approach and research design (Creswell & Poth, 2017). This very specific study would to follow positivism research philosophy based on deductive approach. By keeping a keen observation on the research issue the researcher would evaluate data and information based on existing theories. After analyzing data descriptive research design will help the researcher immensely to analyze the pros and cons of research issue from different level of aspects.
Data collection is considered as one of the most significant techniques of acquiring appropriate information from various sources. This very specific study would like to focus on primary data collection technique. With the help of primary data collection, method researcher would like to involve the participants directly on the survey method. Around 50 employees from Qantas Airlines will be involved in the survey method for sharing their views on business communication. Data analysis will be conducted with the help of graphical and statistical presentation so that readers can get an overview about the response of participants.
While conducting the entire research work the researcher would have to follow a specific ethics, values and belief. While gathering data from different resources an individual should never force the participants for providing data. It should be a spontaneous participation on behalf of the respondents based on which they can give immense information from the various resources.
References
Amran, A., Ooi, S. K., Mydin, R. T., & Devi, S. S. (2015). The impact of business strategies on online sustainability disclosures. Business Strategy and the Environment, 24(6), 551-564.
Beltran, V., & Bertin, E. (2015, February). Identity management for Web business communications. In Intelligence in Next Generation Networks (ICIN), 2015 18th International Conference on (pp. 103-107). IEEE.
Creswell, J. W., & Poth, C. N. (2017). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
Ehret, M., Kashyap, V., & Wirtz, J. (2013). Business models: Impact on business markets and opportunities for marketing research. Industrial Marketing Management, 42(5), 649-655.
Ellison, N. B., Gibbs, J. L., & Weber, M. S. (2015). The use of enterprise social network sites for knowledge sharing in distributed organizations: The role of organizational affordances. American Behavioral Scientist, 59(1), 103-123.
Faria, B., & Sousa, R. D. (2017, September). Enterprise Social Network Success: Evidences from a Multinational Corporation. In European, Mediterranean, and Middle Eastern Conference on Information Systems (pp. 197-203). Springer, Cham.
Godlovitch, I., Monti, A., Schäfer, R. G., & Stumpf, U. (2013). Business communications, economic growth and the competitive challenge. Study for the European Competitive Telecommunications Association (ECTA) and the International Telecommunications User Group (INTUG. Bad Honnef, Germany: WIK-Consult GmbH.
Hacker, J., Bodendorf, F., & Lorenz, P. (2016). A framework to analyze enterprise social network data. Enterprise big data engineering, analytics, and management, 84-107.
Kane, G. C. (2015). Enterprise Social Media: Current Capabilities and Future Possibilities. MIS Quarterly Executive, 14(1).
Laumer, S., Shami, N. S., Muller, M., & Geyer, W. (2017, February). The Challenge of Enterprise Social Networking (Non-) Use at Work: A Case Study of How to Positively Influence Employees’ Enterprise Social Networking Acceptance. In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing(pp. 978-994). ACM.
Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation: Toward a theory of communication visibility. Information systems research, 25(4), 796-816.
Lewis, S. (2015). Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), 473-475.
Meske, C., & Stieglitz, S. (2013, June). Adoption and use of social media in small and medium-sized enterprises. In working conference on practice-driven research on enterprise transformation (pp. 61-75). Springer, Berlin, Heidelberg.
Qantas.com, 2017. Our Company | Qantas. [online] Qantas.com. Available at: <https://www.qantas.com/travel/airlines/company/global/en> [Accessed 27 Nov. 2017].
Razmerita, L., Kirchner, K. and Nabeth, T., 2014. Social media in organizations: leveraging personal and collective knowledge processes. Journal of Organizational Computing and Electronic Commerce, 24(1), pp.74-93.
Sadia, A., Salleh, B. M., Kadir, Z. A., & Sanif, S. (2016). The Relationship between Organizational Communication and Employees Productivity with New Dimensions of Effective Communication Flow. Journal of Business and Social Review in Emerging Economies, 2(2), 93-100.
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